| Title | THE QR-CODE SCALP |
| Brand | CLEAR SHAMPOO |
| Product / Service | CLEAR SHAMPOO |
| Category | A05. Alternative Media |
| Entrant | LOWE Bangkok, THAILAND |
| Entrant Company: | LOWE Bangkok, THAILAND |
| DM/Advertising Agency: | LOWE Bangkok, THAILAND |
| Name | Company | Position |
|---|---|---|
| POM CHAIYAPORN | LOWE | CCO |
| Komsan Wattanavanitchakorn | LOWE | Intergrated Creative |
| Phairat Uaphadunglert | LOWE | Intergrated Creative |
| Chalit Manuyakorn | LOWE | CREATIVE DIRECTOR |
LET THE SCALP TELL THE STORY BACKGROUND: Shampoo communications bombard people with messages about beautiful hair. When CLEAR shampoo was launched it was the first shampoo that focused on the importance of a healthy scalp, the real foundation for beautiful hair. CHALLENGE: Shift consumers focus from beautiful hair to a healthy scalp also.
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SOLUTION: We let the scalp tell the story. The QR-code hairstyle was created with the collaboration of a hair stylist and IT engineer. It was the ultimate medium to showcase the product benefit. Then guerilla troops were sent around the city center to provoke people to scan the QR code. This led them to the Clear website. We persuaded a TV celebrity to adopt a QR code hairstyle, which led to a PR explosion in magazines, newspapers and fashion blogs to name a few. TRY IT! SCAN THE SCALP
RESULT: Traffic to the website increased by 400%. 0 paid media investment, yet reached 10 million people through PR. Became one of the hottest hairstyles in town.